The Fall and Rise of Haus Labs
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- Опубликовано: 7 сен 2024
- Lady Gaga's cosmetics brand had literally a decade of existence before it first truly hit it out of the park. The 2022 rebrand was so well done in comparison to the iterations before as it was really brand led, not celebrity led. If Gaga left tomorrow, Haus Labs would still be a very solid brand, capable of warranting it's own consumer fan base. However, with that said, I'm even more excited about the future of the brand. The way the heads of the teams talk about the company, going out of their way to disrupt and engage in creativity, they really have got themselves in an innovative place that would be impossible if they were VC owned or even backed by a conglomerate. They really have the freedom few brands at this scale have, and it genuinely makes me curious if this is the beginning of the new era of creativity.
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I am someone who avoids celebrity brands like the plague, but Haus labs foundation was literally so good I had to shut up and buy it
I desperately want to try it, everyone says its amazing
It's absolutely amazing!
@@underskinYTI can also confirm, ITS AMAZING. especially as a super fair person w/sensitive skin. cannot recommend the concealer even tho it is extremely smooth and has a very nice finish bc the niacinamide is extremely irritating to the under eye area.
I agree! It is so good and holds up nicely during the day even in the heat! It leaves a beautiful skin like finish🤩
i was skeptical about it too but i SWEAR it’s the best foundation i’ve used!!
Think shes one of the celebrities that actually make sense to have a makeup line bc shes known for her campiness. However, the first launch just didn’t reach the mark because it was not her BRANDING.
Good to see it grow now! She deserves it.
Ps. Release LG7!
According to Nicola, she adores her brand so much. Shes a big fan of make up and is very hands on with it. For that reason I totally believe she deserves a makeup line and Im so glad it worked out for her. But youre right. She had her own brand, relied on her own money to make a marketing team and it didnt really work until she got help from the Sephora experts
P
I think the issue wasn't that it wasn't "her branding" but it was TOO MUCH like her branding. The products were packaged and marketed like a Born This Way music Video accessory. Very jarring. The plaining-down of the brand gave the brand a much wider reach
i remember being weirded out by the whole Amazon thing. i’m glad they decided to switch it up.
Makes more sense now for sure
Eau de gaga was iconic even if it stained ur clothes when u spray it too close
Oops
What are you talking about, eau de gaga is transparent it never stained anything and I went through more than 5 bottles.
Not even Fame stained clothes which was black!
do you mean Fame perfume? that's why the perfume box have instructions for it to spray clear you have to spray it in minimum 15-20cm from your clothes
I'm still annoyed it's been discontinued. I managed to find someone on eBay who was selling the bigger bottle I was hesitant but it smells like it's the official one. She needs to bring it back.
@@DontCallMePetarperfume can stain clothing. Chill
I actually think the mint color for branding is a perfect choice. It references her Marry The Night video. In the video, Gaga refers to the color mint, bleaches her hair from black, and then dyes it mint. An even better reference when you think about Haus Labs darker and moodier beginnings. I feel like Gaga made mint and black in fashion a thing through her more gothic/punk eras. And mint goes well with a softer color palette. It’s a versatile color that will adapt well to Gaga’s variety of personas within her art. And writing this comment, I’m realizing there’s more weight to the opening scene of Marry The Night, through the suggestive themes of mint, color theory, and having different styling/branding eras in a career of pop artistry. The mint color choice was definitely for the fans. 🤓
And I do get that. But its too niche for a wider targeted brand imo 🤷
Clock the reference! I too love the Mint in her displays!
She doesn't dye it mint in the video - she was only bleaching her hair and the bleach is blue (not mint). However, she does mention mint being huge next season.
I also think that it’s a classy way to signal to the customer that it’s a 100% clean brand. That green, in my eyes, is super attractive and ensures that when you put on the makeup, it’s infused with skincare and positive for the planet
And mint goes with the whole idea of “Clean beauty” when people see mint they think clean and fresh.
Does anyone else think the mint green color chosen in the rebrand is a callback to the Marry the Night video, during the monolouge portion when Gaga points out that she believes mint will be very popular next year?
I mean it could be, but even then its too niche of a reference to base a brand on
I was just thinking this omg
I view Haus like Gaga’s career arc
Started out strong, had a massive dip, rebranded & is now more low key but still has good quality products & has a wide range of selections & has a strong following
I actually cried when they discontinued the FAME perfume. It was incredible. I was in Poland last year and managed to find 3 100ml bottles - Imma cry again when these run out 😢
Lucky they were 100ml so you could fly with them 😅
I genuinely loved that perfume 🥲
I wonder if they’ll ever add perfumes to the brand again
Omfg you’re so lucky. Were they at like a second hand store lol?
Based on my knowledge of the brand, I think part of the reason why the rebrand was so sucssessful has to do with finding it's audience. To me, Gaga's makeup has always leaned more into the artistic/"over the top" looks but I feel like the first launch didn't have a speific audience in mind. At the time of release, her makeup style wasn't as popular compared to clean girl or baddie makeup & Gaga herself was trying out different look.
I think the items in the rebranding came out at the right time since many began to explore "unconvetional" makeup & expended/perfected it's items. Additonally, from my experiance, there aren't a lot of brands that cater to that speific audience so having more brands like this (espeically ones that are accessible) is likely to build a following.
In a way, their current line reminds me a lot of Halsey's about face (which I would love to see you do a video on). They're both celebrity makeup brands made by & for people that love to do "unconventional" makeup but also have items that can be used for other types of looks. In other words, it's found a happy medium.
Finding an audience is such an important part of branding. Finding that gap in the market of people who are unspoken to and communicating with them is so important. Thats exactly what Haus Labs had always tried to do. The half-attempt in the perfume failed because it could be as ridiculous as the original blood and bodily-liquid idea gaga wanted, something that totally unique would have certainly found a cult audience. Same with the make up, it was dated and wasnt pushed far enough. The new iteration tries for a more regular audience, but of people trying to get into creativity, not people already there. Thats why its successful. They read the market and realised there was nothing there for the experimental girlies. Super well informed
Her concealer is everything to me. The only one that doesn’t need a setting powder when I apply it under my eyes.
I need a new setting powder, maybe this is my solution 🤣
@@underskinYTdid you try Huda’s beauty one?
Try TARTE
it went from being one of the most mediocre makeup lines to now having great potential going forward..
gotta love redemption arcs
Love a redemption arc, and for someone who clearly cares about it
That’s so true in the beginning I remember people making RUclips videos trashing it and being disappointed. Not a fan of her but I’m glad that she was able to get that success from her brand
I have to be honest I have not paid attention to this brand in over 5 years. This video peaks my interests.
That makes me so happy 🥰
They've been making some of the best formulas in the industry since their rebrand. Haus is up there with Fenty, Dior, Armani in terms of their foundation quality.
@@retro527I agree I just hate the undertone. I may try another shade
I've tried several of the HausLabs products, I find them amazing, especially the Triclone foundations, absolutely gorgeous finish and such an outstanding formula, it looks SO GOOD on the skin, it's almost as though you are not wearing foundation at all, it's super light and smooth, great range and gorgeous packaging.
Does it last? Ive only heard good things but idk if its long lasting
@@underskinYT Most of Haus Labs' products are very long-lasting. Gaga tested most of their products at her concerts before releasing them and shared videos of how long they lasted. That's why so many people are turning to their foundation and concealer at weddings.
@@underskinYT oh yeah, i don’t wear makeup for more than 8hrs straight, but in that 8-hour timeframe, the foundation holds beautifully. The skin looks flawless, but the best part is that it’s super lightweight and not sticky or drying.
I also use the foundation. during my layover while waiting for my next flight, I got compliments on how beautiful I was from strangers from man & woman
Still have the original perfume alien egg like thing as a keepsake. I actually liked it. It was a very nice honeylike floral almost leaning leathery to not make it too frumpy. Kinda bummed out they discontinued it cause it was lovely. 100% would repurchase if I could. However when I ran out I could not find it anywhere. The emotional value this has as one of my first perfumes as a teen from one of the few celebrities that dared to show the world its ok to be yourself at a time where I felt really ostracized by the world goes beyond what the product was actually worth. That's why I wish it would have stuck around just so I got to enjoy it again.
I love that the perfume means so much to you. Maybe theyll release it as a collectible in the future, or reuse the bottle, which imo could definitely still work in different colours for different scents
This is such a cute story. My experience is the same, I loved it and ppl around me actually all asked WHAT IS THIS PERFUME 🥲
@@underskinYT sorry my emotions carried me away 😂 Heck I wouldn't mind if they released it in a new outer packaging cause I do agree it's a bit of a time capsule item as a whole. But maybe a perfume bottle is something that lends itselfs best for a little individual moment unlike the makeup. I certainly hope they'll try bring them back!
@@DontCallMePetar omg same and the look on peoples face when you pulled it out like ehh.. whats this why does it look like that 😂
The original eyeliner, lip liners, and glosses were AMAZING. I’m so happy they’re bring their eyeliner back with better ingredients. Hope it lives up to the original.
This, my expectations for this liner are HIGH
Also one of the major reasons the Amazon era launch was kinda sketch was Sarah Tanno, Gaga’s makeup artist, was getting made fun of and borderline bullied by lady Gaga fans online (Twitter etc)because they thought she wasn’t very good. I will say some of the looks were quite messy, and that definitely didn’t have a good effect on perception of quality. The liquid eye shadows looked quite patchy and the color story was very confusing
The second iteration you mean?
Because it is the truth. She is an ok makeup artist but not a great one, especially not good enough to be in charge of a whole makeup line.
Gaga sticks with ppl who are safe zone for her, which is ok, but most people on her team nowadays are mediocres
@@underskinYT I believe around the Amazon launch. I remember seeing the grey sparkly liquid eyeshadow doing the rounds
The first concert I ever went to was Lady Gaga's concert in Gdańsk in 2010! When I think of Gaga makeup and artistic costumes come to mind first, so I'm happy that she finally has a brand she is proud of.
I am literally so jealous, when she came yo the UK when I was available to go I couldnt get tickets 🥲
Her foundation is so good ! Like it’s worth the money and the pigment/coverage is strong .
Lmao after finding a local online shop was selling Eau de Gaga, and for a really accesibile price too, I bit into the fomo and got it, mostly for the collectability value, since I researched it and found out it's been discontinued. But it actually smells like a nice, fresh leathery, tea scent. Is it challenging? Not at all, but the bottle design is really high quality so props to Coty I guess 😹
I’m so glad the rebrand was so successful😊 thank you sm for this video
The gaga triclone face base is amazing
I desperately need to try it
The mint color on the display has to do with one of her music videos. It's completely tied into a reference that fans would get.
Imp its too niche for the wider audience she is trying to reach. Im a big fan, but I realise this is for the public, not the few
I had her pefume and hate thst they discontinued it. I actually loved it. And i had her head phones she had with beata by dre. I wish she would relaunch it. It low key was my favorite headphones i ever had
Which perfume did you have?
haus labs is actually good her foundation and concealer are the best on the market , i also love the liquid eyeshadow and lip oil, i want to try other things but overall the quality is solid
A $55 foundation is not in the "affordable range" lol
I've slowly been using my Fame perfume all this time. It's still jet black, the scent is so unique and I get compliments when I wear it. ❤🎉
I was surprised I was chosen to test the Triclone concealer before it was released. It made me a diehard Haus Labs fan.
I liked it when she was the face for MAC. I haven't tried any of the products yet, I keep hearing nice things about the foundation and concealer. But...my hg for those are EL
I adore mac, but Im so sure their foundation has changed because it just absorbes into my skin now
Im her big fan. She is doing everything now. Movie, music, endorsement, business, OLYMPIC performance, vegas residency and upcming tour. Seriously I dont know if thats legal
I had no idea the olypics were on, I was so surprised to see her there 😅
why does every celebrity feel the need to sell things?
To make more money, duh 🤣
@@atlf3357 unfortunately you're right. It's all just quick money making scheme
lady Gaga is obviously talented
I think Lady Gaga does genuinely have a love for makeup. Just look at all her looks over the years! I just wish she went a bit more crazy with it instead of going with the basic mainstream like everyone else
I like her perfume though. It smelt good
this is a great review! i’ve been selected a few times to receive product as a test and for a review a few times and i know a lot of fans who have as well and it really is so smart, it gets it into our hands and the fans of course want to celebrate gaga so we post tiktoks, instagram posts, all about the products and it gets the word out really well and really fast about how good each product is. my favorite is the lip oils, they’re to die for!
The quality is top tier, and actually heal the skin.
Thanks for the update. I remember when it 1st launched on Amazon and l remember the 1st fragrance but then l forgot about it and thought it was just another failed celebrity beauty line. Glad they are making a comeback. Good for Gaga.
Good for Gaga 🥰
I think it's worth analyzing the entire first Haus Labs collection. We had those lip oils and eyeliners, then the Chromatica era came with the Stupid Love palette, which referenced the single "Stupid Love." Then we had colorful eyeliners, a brow pen, and contour palettes where we had the most beautiful Gaga photoshoots with colorful hair. After that, we had the collection related to the 10th anniversary of the Born This Way album, where Gaga completely recreated the look from that era (it's a pity she had just finished filming House of Gucci and had brown hair). Right after that, there was the Love for Sale palette and the Stefania collection, which referenced Italy and the House of Gucci movie. Then suddenly, there was silence, a rebranding to a clean brand, and soon after, a complete shift to dark themes, leading up to the Chromatica Ball (world tour). Additionally, the entire first launch was notable because it featured the instrumental "Babble On." Then the song "Babylon" leaked with this instrumental, only for the album version to be completely different. People kept asking for the Haus Labs version, creating fan-made versions, and finally in 2021, on the album Dawn of Chromatica, a version literally called "Babylon (Haus Labs Version)" was released.
i like the mint. like its representing a clean fresh new start
I have been waiting for you to cover Haus Labs since last year 😆 and I am so happy that you finally did. I love how you do your research and present your findings in a fun and informative way 🙌. Haus Labs is destined for success, Lady Gaga is now an experienced businesswoman, she knows the importance of effective marketing and relatability to the target audience. I do not wear makeup, but I have been a Little Monster since 2010 and I am proud to say that my Monster brothers and sisters are the foundation and primary consumers of Hause Labs, the brand would not be where it is today if it wasn't for Little Monsters. Lady Gaga herself is also doing a lot in making sure that the brand is marketed effectively by making videos on social media while putting on the makeup and wearing it in public. She doesn't just sit back and watch her marketing team do all the work. PAWS UP 🖤
I’m so glad that you enjoyed the video in that case, her fan bases really the goat, they are always so supportive of when ever she does something, which is nice because you can tell she really put her heart and soul into it
The always amazing Miss Juno Birch has used Haus Labs products in some of her make-up videos, particularly that black eyeliner pen. ABSOLUTELY STUNNING! 😎
I adore me some Juno Birch, one of the best the UK has to offer
When you said "Fame was too similar to Good Fortune by V&R", Good Fortune actually came out 10 years after Fame! (2022 vs 2012 for Fame) No hate though, loved your video!
Ah interesting, thank you, perhaps that was meant in a different way that I read it 🩵
@@underskinYT No worries! I’m just a perfume obsessed Gaga lover haha! But your point is def still valid so it works!!
The Fame perfume is amazing! I got the black Egg shaped Soap as a kid and have a 3oz bottle of the perfume now. It’s definitely unisex like she described when it came out. Every time I wear it I get compliments. She should do some sort of rebrand to draw in new buyers and keep the old ones.
Im so jealous, I think I'd have it just for the vanity
haus labs--best foundation and concealer combo EVER!! 👹🖤
Their foundation in 260 is the first one ive found that actually matched me AND doesnt break me out ❤
What a great, informative video! Well done! Love Haus Labs as a Gaga fan, but also as a woman in her early 40s - the products look good on my mature skin. ❤
Thank you for all this research! I'm a huge Gaga fan as well as a professional mua and I remember feeling a bit disheartened at the first makeup launch but the new sephora iteration is incredible! I use the pigment paints, foundation, bronzers and highlighters personally and in my kit they're so good!
Im so glad you liked the video, and I agreec its a really interesting brand for MUAs rn, it makes me wonder if that period was for them to legitimise their brands with professionals before expanding their reach in an upcoming rebrand or product line expansion, a bit like mac recently coming out with palettes
THE LIQUID EYESHADOWS ARE MAGNIFICENT. I keep buying more. ✨
honestly, the Fame perfume is one of my favorite perfumes of all time, I'm talking top 3, and if I were to find a bottle anywhere I will most definitely repurchase❤❤
Haus labs foundation is literally one of the best foundations on the market right now, like even HIGHYL reputable makeup artists recommend to use it for professional looks.
I remember when her brand first came out people were really disappointed especially about the entire ordering on Amazon debacle. I’m not a fan of lady gaga, I am glad to see she was able to rebrand and become successful.
it just goes to show how talented lady gaga is
24:37 she’s had a mint green look or hair style in every one of her eras 🤷🏻♂️
I don’t know why it took me so long to find you and your content. Love love love the quality and how in-depth your essays are. Keep going 👏
In that case Im so glad you did 🥰
I think this may be the soft launch concept you were talking about in the video, but I was one of the lucky people to test and review their new concealer before the release. The Haus Labs twitter account tweeted a google survey link to fill out, and they'd email you if chosen. I've also seen people test their products out via Influenster, that's also at random, and for an honest review. Haus Labs also sent me their foundation to use with their concealer as well!
Would be cool to see a deep-dive on the Hard Candy makeup brand. They went from being sold at Sephora here in the United States to Walmart, and now they’re barely there either
I cant believe its still going honestly, I havent thought about it in years
They sold off the name to Walmart. One or both of them went on to create Smith & Cult, which has disappeared it seems. Now they work with Halsey on creating and developing her brands, “about-face and af94.”
I actually really like Haus Labs as a brand now. I didn’t like how before with the deal with Amazon you couldn’t test the products before buying, which, me personally, I don’t care how universal the products are I still like to try with a tester before I buy. So I tried the foundation and now have it and it’s amazing! I tried the concealer and plan to buy it, and every time I see the highlights and liquid shadows I get SO TEMPTED, but I have *some*restraint haha
For me too, it was impossible, I’m so sensitive on the skin that anything that I can’t test before I buy is just a no go
@@underskinYT I have sensitive skin too, but my skin overall is dry, so at least on the back of my hand to test the pigmentation, coverage, and hydration. If it lasts without flaking off it’s a winner
Your videos and analysis are always WOW. I think that any brand that's on the verge of collapsing, like, Kylie Cosmetics, Morphe , in my opinion, needs you. I believe you'll do an exceptional job. Keep up the good work 👍
Love Haus Labs I swear by the foundation and on my last trip for another bottle I picked up the bronzer and blush too 😍✨✨
Ah jealous!
Same the foundation and concealer are ridiculously good I didn’t expect to like them this much but have already repurchased the foundation and it’s lasts forever
I think alot of companies underestimate how important the market outside of the USA is for success marking a exclusive deal with Amazon immediately cut of most country is Europe and Asia
Oh 100%. The reach of amazon is no joke
FAME was the first ever parfum i bought, i still have it, but only some drops left in the bottle 😭😭😭😭 sometimes o put a little bit before going to bed
That is the sweetest thing, I bet she would be so happy to hear that
I wish they would bring back fame
gaga has to bring back the perfume
The Fame Perfume was sooo good I wish they’d bring it back
Please add chapters to your videos! It’s really useful because I listen to your videos as podcasts.
Do the auto chapters not come up? I turned that function on
@@underskinYT it doesn’t come up for my phone or tv.
The foundation looks very natural if you choose the right shade. The concealer is one of the best out there.
It’s expensive but totally worth it! I sweat a lot and the foundation did not come off after a lot of dabs on my face. It also felt like I wasn’t wearing a foundation at all, it felt skin like. I maybe biased cause I’m a Gaga fan but this foundation is so good and underrated.
Really analysis as always 💓 I purchased the perfume in 2012 and loved it! I wish they were still selling it!
I think you can still get the perfumes online second hand for not a ridiculous price
I learn so much from your videos. Never have I heard the concepts of personal branding explained so well! Thank you
Fame perfume smelled AMAZING. Too bad they discontinued it
I love the mint green and have been obsessed with that color ever since seeing the Marry the Night music video over a decade ago! And now mint green gets another life with Gaga as the best fitting color for her rebrand of Haus Labs in it's era with an emphasis on pioneering some of the first CLEAN cosmetics made sustainably and with amazing skin health benefits! Top level quality cosmetics that inspire creativity AND is GOOD for your skin :) 💚💚
The lead single of Chromatica was Stupid Love. Rain On Me with Ari was the follow up.
Yeah
The concealer is really good
Loves it
I literally know nothing about cosmetics or fashion but your video essays are presented so well in such a clear accessible
Way I’ve binged them and like creators “the great white way” and “izzizzy” I’ve really learnt a lot about branding, marketing and customer behaviour.. thanks and subscribed :)
That makes me so happy, thank you 🥰
The formula is incredible. Never tried anything like it.
I could be wrong, but I maybe the choice to go with the mint green is a nod to her Marry the Night mv?
I’m wondering if she chose mint green for the rebrand to subtly interweave with her Tiffany partnership
Brilliant analysis! As a fan I preferred the “eras” launches of the makeup but I understand that doesn’t make a successful beauty brand.
I really love her lip oils! I use them everyday.
Theyre so popular
Love her blushes!!! Love her!
She’s the best
I tried the lip oil and im obsessed
On Amazon Canada, the Haus laboratories makeup is still available, which I find interesting.
The U.S. Amazon too.
I am a Gaga STAN and i had NO idea Eau de Gaga existed until just now 😅
Hahaha
as a little monster i'm obsessed with first haus labs photoshoots
I think I saw this mint green used before in Gucci cosmetics counter!
Yeah that rings a bell for me too actually
I really miss „Eau de Gaga“ the perfume was so good and unisex.. 🥺 what about an episode of Madonna’s perfumes and brand
That perfume was awesome
Both had their merits for sure
I think the closest thing to the Haus Labs beta testing program might be the Holo Taco Holo Royalty rewards program where if you reach the highest tier you get some input on the nail polish they’re going to make. If you’re reading this Christine, Lady Gaga herself has been inspired by you!
haus and fenty are the only celebrity brands i make repeated purchases from because they don't feel like a cash grab. case and point: any other celeb would have given up by how but gaga persisted and created some really good products on the way
Well, Fenty wasn’t reallyRihanna‘s idea, so I personally put that in a different category than haus labs, but I totally get what you mean, they both have an interesting point of view
Don’t know if you do them, but it be cool to see projections of x business. Like new brands emerging . Love your content
I do on my fashion channel, but here because I only post once a month, its really detrimental to the channel as a whole. A miss here is a really difficult thing to swallow
Mint green is definitely Gaga’s color
You dont think chrome would have been more on brand?
@@underskinYT mint has been gagas colour for years. She spent a full year in 2011 wearing mint wigs.
I LOVE the new Haus Labs!! 😍😍
Same, completely same
I loooved the fame perfume and own loads of (now empty) bottles, which I still have on display
And still try to get some on Vinted, but besides the perfume.. I only purchased my next Haus product 2 months ago, as it didn’t catch my eyes as the perfume did in the time
That being said: I looove the foundation and the stick blush ❤
I mean not everyone uses Amazon so that was a big mistake.
I got chosen to test the blush once and it was so fun to do!
Im so jealous!
There has been no fall of Haus Labs at all 🙈 I still buy her old eyeliner it’s still the best on the market
Fall and Rise, not the other way around 🩵
@@underskinYT yeah it was still good during its first launch 🤷🏽♀️ it is bigger now but it never failed or fell
Ty for this vid, i was waiting for it
Im so glad 🥰
They just had one of the best foundation of the year wdym? Its the other way around
it IS the other way around, which is why the title says "fall" first and THEN "rise", hope that helps :)
We need 2 videos a week on both channels.😂😂😂
Im struggling even at 3 videos a month tbh. Ive even thought about cutting to 2 bcs my work hours are so unforgiving
@underskinYT oh my stars I truly understand. I'm sorry I even made the joke now 😔
The only thing I own is the foundation and it's a bit red. I wanted to try the concealer but I keep seeing reviews of how the applicator keeps falling off.
Oh really? A bit red?
The perfume was a nightmare if you wore white or light coloured clothing, it left stains because the perfume was black
Yeahhhhh I did hear that 😬
you should’ve asked nicola about lg7
I liked both The Fame and Eau De Gaga actually.
Thats great 🥰
I would love to see a video looking at Florence by Mills.